CHICAGO: In what some observers see as a clumsy gimmick, US brewing giant Anheuser-Busch has notionally appointed hip-hop rapper Jay-Z (aka Shawn Carter) as "co-brand director" for Budweiser Select.

According to a release issued Tuesday from the A-B press office, Carter "will participate in Budweiser Select planning sessions to provide his unique spin, thoughts and insights on various brand programs."

It added breathlessly: "Jay-Z also will be involved in providing direction on other upcoming Budweiser Select television ads, radio spots, print campaigns and several high-profile events."

AdAge revealed that A-B's vp-brand management Marlene Coulis was diplomatically "unavailable" to answer questions about the extent of Jay-Z's role on the brand.

Data sourced from AdAge (USA); additional content by WARC staff